As per the new market report published by Transparency Market Research titled “Email Marketing [(By Component – Software and Services; By Enterprise – SMEs and Large Enterprise; By Type – Traditional and Automated; By End-Use Industry – Retail/E-Commerce, IT & Telecom, Travel & Leisure, Print/Publishing, BFSI and Others] – Global Industry Analysis, Size, Share, Growth, Trends, and Forecast, 2017 – 2025,” the global Email marketing industry stood at US$ 3880.0 Mn in 2015. The study projects the global Email marketing industry to expand at a CAGR of 19.6% during the period from 2017 to 2025 to reach US$ 22,164.2 Mn by 2025.

The global email marketing industry, by geography, has been segmented into North America, Europe, Asia Pacific, Middle East and Africa (MEA), and South America. In the global email marketing industry, Asia Pacific is anticipated to witness relatively fast adoption and hence the growth rate as compared with other regions. Within Asia Pacific, the retail/e-commerce segment is projected to contribute the larger share of revenue backed by growth in retail industry in countries such as China and India. Furthermore, the number of internet users in the Asia Pacific region accounts for almost 49% of the global share and this number is only going to increase in the years to come.

As compared to other regions, the email marketing industry in North America is expected to witness slow growth. In North America, the U.S and Canada both have their respective laws governing email marketing practices viz. the CAN-SPAM Act in the U.S. and CASL in Canada. The regulatory laws in the U.S. are lenient as compared to the ones in Canada, this is one of the biggest factors fueling the growth in the U.S. market. Another major factor affecting the growth in region is the internet penetration rate in these countries which are significantly high as compared to the global average. The market is also predicted to strengthen its growth on the back of the rising number of smartphone users in the region. Additionally, the steadily growing BFSI sector has also contributed in the growth of email marketing industry.

As the European Union is set to adopt the General Data Protection Regulation (GDPR) in 2018, the email marketing industry is expected to experience a setback in the region pertaining to the strict data protection and anti-spamming laws formulated under the GDPR. Also the U.K. is expected to formulate a regulatory law similar to that of the GDPR in the years to come. Major email marketing companies that operate in the region have already started to formulate new policies and new marketing techniques which are in line with the new policies under the GDPR. The European region is the second largest contributor in terms of revenue for the email marketing industry, and will continue to do so in the years forecast as the email marketing companies are expected to cope up with the new regulations in a few years eventually.

Email marketing industry in the South America region is anticipated to witness relatively slower market growth. However, Brazil and Argentina among other countries are projected to witness steady growth. Especially in countries like Brazil, which lacks any strict anti-spam or data protection law unethical practices are on the rise. The factors that are expected to lead the growth of the email marketing industry in the region are rapid urbanization and growing number of smart phone and internet users.

Email marketing industry in Middle East and Africa occupies a relatively smaller portion of the global email marketing industry. Within Middle East and Africa counties including UAE, Saudi Arabia and South Africa are driving the growth.